#ChangeMarketing Services

1. FUTURELAB #ChangeMarketing Services 8 Ways We Can Make Your Marketing Matter (Again)

2. FUTURELAB Ways to make more from the customers you have today Innovations to attract your customers of tomorrow Our promise We bring you new profit opportunities 21/09/2010 2.

3. FUTURELAB The Number 1 Marketing Challenge for 2011-2015 The Core Issue The Urgency Processes, business models, skill- gaps and orthodoxies get in the way of doing what is right. Meanwhile, billions are wasted and customers become annoyed. The Imperative To the customer. The world has changed. Marketing needs to catch up. To the business. To the world. Make Marketing Matter 21/09/2010 3

4. FUTURELAB 8 Ways we can make your marketing matter (again) #1 Improve the ROI of your marketing investments. #2 Establish a customer-centric approach to marketing. #3 Manage word-of-mouth and social media. #4 Streamline agency relations. #5 Engage shoppers across channels. #6 Communicate sustainability. #7 Develop customer centric propositions. #8 Launch a marketing transformation programme. Make Marketing Matter 21/09/2010 4.

5. FUTURELAB #1 Improve the ROI of Your Marketing Investments. The Challenge Our Response Your Win Data modeling to predict the performance of your media/marketing mix. Improved return from the investments you make. In spite of the best efforts, marketing investments regularly fail to generate an adequate return-on-investment ... Right-sized marketing budgets. Customer impact analysis to identify which initiatives are wasted. Budgets allocated according to impact. ... if the data to measure this return is available at all. Strategic reviews to connect every initiative to the bottom line. Futurelab associates have generated performance improvements of 2-40% across 100 projects and $5 billion in media investments*. * based on an internal review of Futurelab associate experience. Past results are no guarantee for future performance. 21/09/2010 5.

6. FUTURELAB #2 Establish a Customer-centric Approach to Marketing. The Challenge Our Response Your Win Messages your customers embrace. The days of brand-centric shout & sell marketing are over. Real engagement across all your touchpoints. But many marketers struggle to implement a customer-centric alternative. A brand reputation based on behaviour and utility. A planning, analysis and operating model which transforms your marketing from being brand-centric to being customer-centric. 21/09/2010 6.

7. FUTURELAB #3: Manage Word-of-Mouth and Social Media. The Challenge Our Response Your Win 1. Establish a Human Media task force Executive level understanding of WOM & social media. Most companies struggle to integrate word-of-mouth and social media into their daily operations. Ensure core tactical capabilities. Measure state of affairs & root causes. Create executive level awareness. • • • Tactical programmes to manage WOM/social. As a result, reputations are damaged and valuable opportunities for customer engagement are lost. 2. Integrate Social Media & WOM A data/fact based approach to drive (online) customer advocacy. Customer strategy Experience management Social media/WOM tactics 3. Implement all-company approach Customer advocacy programme. All-employee implementation guidelines. Closed-loop feedback mechanisms. • • • 21/09/2010 7.

8. FUTURELAB #4 Streamline Agency Relations. The Challenge Our Response Your Win More efficient & effective agency relations. Advertisers are looking for money-generating marketing initiatives. Stronger and more commercial creative. But too many agencies still deliver creative cool. Bridge the Brand-Agency divide More performant media investments. This results in wasted funds and frustration. Better data for reporting and result-management. Reading tip: Bridging the Brand-Agency Divide Process & KPI development. Agency selection and management. International agency alignment. Large project implementation. • • • • Request your copy info@futurelab.net 21/09/2010 8.

9. FUTURELAB #5 Engage Shoppers Across Channels. The Challenge Our Response Your Win Integrate all channels into one journey Consumers want to research online, try products in store, purchase them on eBay and then be serviced in the shop around the corner. Integrate the customer experience across channels. Behavioural motivations Choice drivers Rational/emotional insights Recommendation drivers • • • • UNDERSTAND Prioritise channel action plans focused on the highest ROI. But silo-organised brands and retailers are often unable to comply. Monetise under- leveraged channels. Internal alignment Cross-channel integration Competitive benchmarks Recommendation drivers • • • • VALIDATE Only 2.5% of shoppers make up 80% of sales for the majority of FMCG brands . Underleveraged channels Innovation opportunities Customer data leveraging Prime customer segments • • • • ACTION CMO Council 21/09/2010 9.

10. FUTURELAB #6 Communicate Sustainability The Challenge Our Response Your Win When it comes to communicating their sustainability efforts, most companies: 1. Get a clear picture of the situation A picture of how sustainable your brand really is (and what people think). Audit actual situation (LCA) Audit industry situation Evaluate customer perceptions • • • They communicate too much, and “get caught”. A pragmatic, balanced and managed communication strategy on sustainability. 2. Create touchpoint communication plan Or communicate too little, and “sell themselves short”. Balance reality & perception Focus on behaviours in stead of words • • 88 % of business leaders believe they should be integrating sustainable business practices … 54% believe this has been done. 3. Establish continuous monitoring Audience response & feedback data Continuous innovation • • UN Global Compact, 2010 21/09/2010 10.

11. FUTURELAB #7 Develop Customer-centric Propositions. The Challenge Our Response Your Win Depending on the source, 70-95% of new product introductions fail to deliver on their financial objectives. A more focused product development pipeline An integrated process to ensure your propositions resonate with your customers. Increased success rate of product introductions With that level of failure rate, it is safe to say that the way products get developed is flawed. Higher competitiveness Connect to both rational & emotional customer insights. • 80% of CEO’s think their business offers a superior customer experience. Clearly differentiated your business from the competition. • 8 % of their customers agree. Make promises on which your business can deliver. • Bain & Company 21/09/2010 11.

12. FUTURELAB #8: Conduct a #ChangeMarketing Programme. The Challenge Our Response Your Win A total change management programme to ensure your marketing is in sync and: Marketing A higher performing marketing department. practice, systems and processes are out of sync with today’s commercial reality. Adds to the lives of your customers and earns their money in return. A more admired company. Sometimes tactical measures don’t help if the whole marketing department needs an overhaul. Better alignment among your people. Contributes to your bottom line and the actions of your people. Reading tip: The 10 Point Action Guide to #ChangeMarketing Makes the world a better place to live in for yourself and all others. Request your copy info@futurelab.net inspiration – assessment – alignment - action Upgrade your marketing 21/09/2010 12.

13. FUTURELAB Do You Want to Know More? According to your geography and preference, the next step can be: Reach out to Futurelab in your region via www.futurelab.net or get in touch with: Alain Thys E: ath@futurelab.net M: +32 497 403 415 An online presentation A telephone conversation An informal cup of coffee Stefan Kolle E: sko@futurelab.net M: +32 473 888 996 21/09/2010 13